1

Sales Promotion Strategy

Ashley Ahl | Lisa Laffend | Alex Ludel | Deanna Nanni | Bethany Rock

2

Strategic Analysis

3

Brand Analysis & Repositioning Current Situation: In 1984 a couple of engineer students founded RIM. Jim Basille joined the company where he invested his time to help make the company grow. The RIM 900 pager launched in 1996 and it was a two-way pager. Then in 1998 the RIM 950 wireless handheld was the first BlackBerry. BlackBerry positioned its products, so that any customer could access email on the go or at home. This was appealing to customers, especially in 2008. The phone had access to email, Internet faxing, texting, and mobile phone. BlackBerry’s key target audience is a corporate executive who always has email to check and who is always traveling. The email factor is what stood out to all customers and it was a big deal to have a BlackBerry phone. The design and the features for the phone is what created this positioning statement. BlackBerry also has high security, which the government forces use. “Many in the regulated industries—those with the most stringent security needs—still depend solely on BlackBerry to secure their mobile infrastructure. For governments, BlackBerry cannot just be replaced—we are the only MDM provider to obtain "Authority to Operate" on U.S. Department of Defense (DoD) networks” (Chen). They are the most mobile secure networks and consumers like to feel secure, especially when they are using the Internet. Due to market demands and consumer needs, in 2013, BlackBerry had to reposition their brand to match its competitors. They decided to streamline their “devices business model and partner with Foxconn to manufacture smartphones in Indonesia and other fast growing markets” (Chen). The design and hardware team will be making new models sold at a competitive price. Even though they are repositioning they still focus on iconic design, world-class security, and software development. Between the years of 2013 and 2015 BlackBerry was facing hardships to stay above the competitive advantage. In 2015 they turned around and positioned BlackBerry differently with a new strategy. As BlackBerry was in a death spiral they created the BlackBerry Z 10, which was its first ever, touchscreen device. It had positive reviews, but it just did not get consumers attention. The iPhone was so prevailing that BlackBerry could not keep up (Wheatley). In July of 2015 BlackBerry announced a new partnership with Android. This increased mobile security, better device management, and easier deployment of apps on Android devices. BlackBerry stated:

“New features are now available through Android and BES12 that enable organizations to further secure enterprise and personal data on Android devices, set new levels of hardware based encryption, and ensure tight integration with Google Play™ for Work, for increased application management, while delivering a consistent end-user and management experience across their Android fleet” (Keller).

4

Smartphone Product Line:

Name of Phone Feature Feature Feature Feature DTEK 60 Powered by Android

Most secure Android Smartphone

5.5” Quad HD Display

21 MP Auto Focus Camera

2 TB Micro SD Card Support

DTEK 50 Powered by Android

Most secure Android Smartphone

5.2” Scratch-resistant display

13 MP Auto Focus Camera

2 TB Micro SD Card Support

PRIV powered by Android

Slide-out and virtual keyboard powered by Android

5.4” Immersive dual-curve Display

18 MP Dual Flash Camera

Withstand up to 22.5 hours of mixed use

BlackBerry Passport

A large wide touchscreen and touch sensitive keyboard

Everything is fit to screen great for business and traveling

Ultimate security

Battery life: 30 hours mixed use, 24 hours talk time, 11 hours video playback

BlackBerry Classic

3.5 Square touch screen

16gb storage 8 MP Camera 22 Hours Battery life

BlackBerry Leap 5” HD screen 16gb storage 8 MP camera 22 hours battery life

Key Competitors: ● Apple- Apple’s iPhone was first released in 2007, and within three years it

overtook BlackBerry as the number one smartphone by market share. Apple released their first iPhone on June 29, 2007. It was called the iPhone 3G, which was then called the iPhone 3GS and then iPhone 4, 4s, 5, 5s, 6, 6 plus, 6s, and now the iPhone 7. Apple has tremendously grown over these past years. 39% of market share are an Apple iPhone user. Apple is seen as an aspirational gadget with most people thinking it is more expensive than android phones. Apple phones are protected by Apple care which cost extra money. People prefer to have an iPhone if they have a MacBook pro or tablet because they can connect their apps, music, and messages all together.

● Samsung- Samsung’s phones are known to be unique, slim, water resistant, and highly advanced. The popular phones are Galaxy s7 edge, galaxy s7, Galaxy s6, Galaxy S6 edge +, Galaxy s5. The alignment of the phone has been criticized. Recently, there are stories where the phones overheated and caught on fire. The good thing about Samsung is its large screens and unique features. They also have more storage because they use micro SD cards. Lastly the phones are completely customizable. They have widgets, shortcuts, and apps. They even have a two-year warranty.

5

Positioning Statement: BlackBerry is known for its security, email awareness, and its iconic keyboard style. Based on research, we know that BlackBerry’s main target audience is predominantly males ages 35-49. Men are 23% more likely to use Blackberry phones, while women under indexed, making them less likely. This phone is geared towards the male audience because men tend to like the easy accessibility to email and security features. Since Apple takes the marketplace, Android and Samsung users and BlackBerry only has a small market place, it is important for us to reposition Samsung to new users or to acquire the old users. Since people are so fixated on either Samsung or Apple phones it will be hard to get them to switch over to a BlackBerry phone. The best way to acquire customers is by doing research on current customers and seeing why they use BlackBerry. Given that information, we will then be able to create promotions to entice users to stick with BlackBerry. The promotions we decide to use will not only keep the retention of current customers, but entice new customers to become BlackBerry users. The way BlackBerry will be positioned is to businesses who require workers to have a work phone. BlackBerry’s products are great for work phones compared to iPhone’s and Samsung phones. The battery life is much longer, the storage is greater, and the security is best in its class. This will build a partnership with companies who decide to use BlackBerry as their choice of work phone. This is also beneficial for the worker because he/she will not have to worry about having work information on his/her personal phone. Another way we can reposition BlackBerry is through new promotion deals. This will target current BlackBerry users, because we do not want them to switch when their contract is up. It will also target users who do not have cell phones or users who are looking for a new cell phone after their contract is finished. These promotion deals will include, bundle packages, “mail in rebates”, and a two year warranty. The bundle packages will appear on Martin Luther King Day, Valentine’s Day, and St. Patty’s Day. The bundle package will include, cell phone charger, earbuds, Bluetooth set, and a case. This is a great deal because these accessories can cost up to $100. The “mail in rebates” offer will occur during the whole campaign. BlackBerry will offer a $200 rebate for each BlackBerry phone bought.

6

Current Advertisements:

7

8

Target Audience

Based on data collected using Simmons OneView, which can be found in the Appendix, BlackBerry’s target consumers are males ages 35-49. Consumers who have a Bachelor’s degree are 70% more likely than the average consumer to own a BlackBerry. Our target audience makes $75,000 or more annually and is primarily in the Business or Financial Operations fields. Individuals who use their phones for business related purposes are 212% more likely than the average consumer to own a BlackBerry, compared to 59% for Apple. Based on our research, individuals who believe in paying more for quality goods are 48% more likely to own a BlackBerry, showing that our target audience believes in the value of their phone.

9

Competitive Analysis

Despite the last few years of waning sales, BlackBerry is the veteran of the smartphone market. Its brand recognition is very high, and a quick Google search reveals that BlackBerry has never suffered a scandal—no exploding phones, or missing headphone jacks. The problem is, consumers haven’t been given anything new to feel about the brand since it launched in 1999. The following is an analysis of BlackBerry’s new headlining device, the PRIV, as compared to its top competition.

Product Attributes BlackBerry PRIV Apple iPhone 7 Samsung Galaxy 7

Battery Life ✔

Ease of Use ✔

Design ✔

Features ✔

Performance ✔

Screen Durability ✔

Weight (lightest) ✔

Rear camera MP ✔

Storage options ✔

The above chart may be surprising to see. In the top features consumers look at, when compared side-by-side (as conducted using the Verizon Wireless’ online compare feature,) the BlackBerry PRIV outperforms both the much-loved iPhone, and the Galaxy. This conclusion was drawn from customer reviews and ratings, as well as the actual specs of the devices. Currently, the PRIV has very strong battery life between the three at 17 days stand-by, and 22.5h usage expectations. The iPhone falls very short at 10 days/14h, and the Galaxy wins at 12 days/27h. Battery life is extremely important to consumers, even non-business users. The fact that the PRIV outperforms the iPhone so spectacularly is a major opportunity for promotional efforts. In regards to user reviews, the PRIV scores 5/5 stars

10

on the Verizon website. It’s worth noting that there are only 164 PRIV reviews to the Galaxy’s 4503, and the iPhone’s 2865. However, 5/5 stars is a statistical anomaly in any US industry where consumers love to complain. The 5 star rating was a cumulative score of the following criteria: ease of use, design, features, and performance. In all of these categories, the PRIV defeated the iPhone and Galaxy by at least 1/10 of a point. Because these ratings are all from Verizon Wireless customers, best practices tell us to take these reviews with a grain of salt. However, unlike the Galaxy 7 or the iPhone 7, the PRIV has remained basically unchanged and on the market since October 2015. It has been well over a year, and yet it still has a 5 star rating on the biggest wireless carrier in the country. In the remaining features in the chart above, the PRIV continues to dominate. It’s the only device of the three constructed with shatterproof Gorilla glass, and its rear-facing camera is 6 megapixels larger than both the Galaxy and the iPhone’s 12 MP. The PRIV only falls short in weight (it’s the heaviest,) and storage options (32gb only.) Given the choice between the three, the BlackBerry PRIV comes out the clear winner for both work and play.

Company Attributes

BlackBerry Apple iPhone Samsung Galaxy

Market Share ✔

Social Media Presence

✔

Customer Service Reviews

✔

Community Engagement

✔

Ad Spending ✔

The three titans of the mobile industry are all powerful in their own right. Some metrics, however, paint Samsung as the clear dominating force. Samsung owns over 20% of the global market due in large part to their continued control of the Asian continent. Apple controls only 12.5%, and BlackBerry’s share is too small to measure without a subscription to Statista. In regards to social media, Apple’s Klout score (a popular online-presence metric) is 89 as of Q1. The latest score for BlackBerry comes from 2011, which showed BlackBerry users as being more influential than either android or iPhone users. But, since this data is out-of-date, Apple gets the win. Samsung’s Klout score was

11

unavailable, but socialmention.com indicates the term “Samsung Galaxy” earns posts of which 23% are positive, and 5% are negative. The Customer Service Scoreboard is an independent forum-style website that accrues customer service stories from social posts. BlackBerry’s customer service rating is 24, while Apple wins with a 45. Samsung also scores low with 28. In regards to engagement, the only way I best knew how to measure this was to look at each brand's social following. In this regard, Samsung wins with over 12 million twitter followers (Apple – 685K, BlackBerry – 4.56 million). This is likely due in part to Samsung’s massive market share. In regards to ad spending, finding recent spending numbers proved challenging, but historical data shows that Samsung outspends Apple by an average of 20% in the US every year. BlackBerry’s spending, while improving, remains low at about $90 million a year.

12

Promotional Strategies

13

Sales Force Promotions For our internal sales team (which are responsible to getting BlackBerry units into retail stores all across the country, as well as creating business partnerships,) the reps who hit a sales goal of at least $30,000 in the 3-month promotion period will be treated to an all expenses-paid trip to a wine vineyard that specializes in Blackberry Merlot. We estimate this trip to cost $5000 per attendee (highest estimate includes 1 cross-country first-class flight, limo service to-and-from airport and vineyard, a 3-night/4 day stay at a 5-star hotel, plus food and drinks.) Given the profit-per-sales-rep at $25,000, if 10-30 internal employees hit this goal, this promotion could provide a return between $250,000–$750,000. Consumer Promotions We will host Seasonal promotions on Martin Luther King Day, Valentine's Day, and Saint Patrick’s Day. One promotion that will occur during the seasonal promotion is a bundling deal. The bundle package will include the cell phone (Priv, Classic, or Passport), case, ear buds, and Bluetooth speaker. Each bundle package deal will include a cell phone charger, phone case, ear buds, and Bluetooth set. The bundle package is a great deal because this is a $100 value on top of the MSRP with a 10% discount! This will entice customers to purchase a BlackBerry phone because of the deal. The bundle package deal will last for a week per holiday. The promotion will occur on television ads and run on local and prime television. We will also have posters outside of the stores and in the stores to advertise the deal. The dates that the bundle package will be offered for Martin Luther King Day is Monday, January 16th to Sunday, January 22nd. The dates that the bundle package will be offered for Valentine’s Day is Tuesday, February 14th to Monday, February 20th. Lastly, for Saint Patrick’s Day the bundle package offer will run from Friday, March 17th to Thursday, March 23rd.

We broke down the cost by how much each bundle item is worth. The case is $30, ear buds is $20, and the Bluetooth speaker is $50. The new bundled price is the average selling price of the phone plus the $100 value minus the discount of 10%. ($348.14 + $100 value) - 10% = $405 average price for the bundled package. The goal for our seasonal promotions is to sell 24,900 units. Our goal is to earn revenue of $10,084,500. (24,900 * 405 = $10,084,500). Expense for promotion is $100 (value of bundle) * 24,900 units sold = $2,490,000.

The next promotion we will host is Mail-in Rebate all 3 months for $100 off. The mail in rebate will entail customers to fill out a slip located in the packaging of the phone and they have to fill it out and mail it back. We will credit the consumer's account $100 if they fill this out. The mail in rebate will incentivize consumers to buy a BlackBerry

14

phone because they will save money and technically are not paying the ticketed price of the phone. We expect about 41,500 units to be sold during our promotion period. We expect 50% of users to use the mail in rebate. We predict 50% of units sold will turn in a rebate, so we project about 20,750 rebates to be turned in. The math is as follows: If we receive 20,750 rebates, BlackBerry will pay $2,075,000 in expenses (20,750x$100). The expected Revenue is $14,477,810 (Average selling price $348.14 * 41500)

The next promotion we will host is a trade-in promotion with the iPhone or Galaxy for $100 off. (This offer may not be combined with the mail in rebate.) We expect about 1660 people to do this because we don’t see many people converting from iPhone or Galaxy to a BlackBerry. Also, there are sites like Gazelle or Amazon where a user can turn in their iPhone and receive cash back. If 1660 people do this offer we expect to give up $166,000. The revenue = (1660 * Average selling price $348.14) $577,912.40. The expense = $166,000 ($100 * 1160). Our last promotion will feature a 2-year warranty. We will replace our customers cell phone if the screen cracks; the cell phone is stolen, and post-warranty defects (electrical or manufacture problem). It will not include water damage. We are prepared to handle about 1660 units in this promotion period, totaling 2% of our unit goal, however Statistically, 34% of all Americans who own a smartphone have experienced the screen cracking. This means we need to prepare for 34% of all phones bought with the warranty will be turned in. The warranty will have to be an additional $50 in order to make it worthwhile. New price = Average selling price $348.14 + $50 warranty = $398.14. This is if 1,660 units are bought with the additional $50 2-year warranty, The projected revenue = $660,912.4 ($398.14 * 1160). If 34% of those phones are returned under warranty, the expense will be for 394 phones totaling = $85,498 (394 * Average production cost of $217) to replace them. Because this is a manufacturer’s warranty, the only cost to the manufacturer is the cost of producing a replacement phone— not the cost of selling a new phone to the retailer. The sales goals for BlackBerry units are as followed. Our goal is to have Priv sales and units increase by 10.4% with good promotions. Currently the total units sold of Priv= 400,000 and total Priv sales are $144,210,000. The way we did the math is as follows, 400,000x.104 (units increase)= 41,600 + 400,000 (currently sold)= 441,600 units of the Priv projected to be sold after good use of promotion. Next, to figure out sales increase we did, $144,210,000x .104 (sales increase)= 14,997,840 + $144,210,000 (currently sold)=$159,207,840. Sales for Priv are expected to increase to $159,207,840 after having good promotion.

15

Our goal is to have Passport sales and units are to increase by 10.9% with good promotions. Currently the total units of Passport sold= 190,000x .109= 20,800. 190,000 + 20,800= 210,800 units of Passport sold. The original sales for the Passport are $72,970,000 and we expect the sales to increase by 10.9%. $72,970,000 x .109= $7,953,730 + $72,970,000= $80,923,730. We project Passport sales to increase to $80,923,730 after good promotion for the Passport.

Our goal is to have Classic sales and units increase by 41.6% with good promotions. The total units sold are 50,000. 50,000 x .416= 20,800. We project to sell 70,800 BlackBerry Classic units after the promotion. We project sales to increase by 41.6%. The original total sales were $15,000,000. $15,000,000 x .416= 6,240,000. We project our total sales for the BlackBerry Classic to increase to $21,240,000. Trade Promotions Incentivizing a sales force to push a product is one of the toughest things we do as marketers. If the recent Wells-Fargo fiasco is any indication, at some point, a sales employee will seek rewards and praise at the expense of doing a good job. Because of this, we have a few ideas of how we can incentivize retail salespeople to push BlackBerry, and encourage our own internal sales force to perform at their peak. The first, and most simple, is giving away Visa gift cards and a free PRIV to sales people that hit unit sales goals. We expect this promotion to generate approximately 4,980 new unit sales. We anticipate 2 gift cards allotted per retail outlet, the first being $20, the second being $50. The gift cards will only be distributed upon the employee reaching the goal. Because the unit sales goal is 4,980, it’s possible we’ll see a max of 100 retail employees earn the $20 gift card, or 50 retail employees earn the $50 gift card, or just 25 people earn the free PRIV. The expected revenue of this promotion will be $1,733,737.20 ($348.14 * 4980). The expenses range from $2,000 – $5,500.

Focusing on selling BlackBerry as a business phone makes business focused conventions and trade shows a perfect place to show off our phones. We’ll set up booths at five major business trade shows. Our goal is to host a trade show at a more formal business focused event. At the booths we’ll have a short video playing showing how useful our phones can be to the average savvy businessperson as well as in everyday life. At the booth we’ll have two trained employees working to answer questions about how the BlackBerry phones stack up compared to other phones and with examples of situations BlackBerry phones are particularly convenient for. The costs for this promotion include video production which runs around $25,000 and a trade show budget, including rented floor space, of $25,000. We hope to bring in at least $433,434.30 ($348.14 * 1245 new unit

16

sales) in revenue when we host a trade-show. However, our expenses will cost at least $50,000 and upwards of $1 million. The video created for the conventions can be recycled for point of purchase sales displays, which falls under our next promotional strategy of display promotions. At the convention, interested retailers can acquire the video for free along with the rest of the display. The display will be small and easy for carriers to set up in their store. It will include one of each phone displayed in such a way for customers to easily try holding it and using it. Important statistics like the battery life, screen durability, and other features will be listed clearly in a bold font that will quickly catch customer’s attention. Above the sample devices will be a screen showing the video created for the trade show where the phones will be shown in various business settings so customers can see how easy and convenient they are to use. As well as being free at any trade show or convention, when a carrier purchases over x number of phones to stock in their store they will be provided with one to help sales. The video production costs are already covered in the trade show costs. Flat screen TVs to show the video on cost $11 per television, with a potential of being placed in 2,330 Verizon stores, 5,532 AT&T stores, and 4,787 Sprint stores. The display design itself will cost $126,490.

Other Promotions To reinforce the value of Blackberry in the eyes of the consumer, we will spend approximately ($30 million dollars) on a combination of TV commercials and billboards. These advertisements would center on the theme of promoting how Blackberry has never had a scandal and their product is superior in quality over competitors. By directly advertising to consumers, Blackberry will once again be at the forefront of consumers’ minds and help increase buzz around the product. This will directly impact sales by creating a demand for the product from the consumer. ● Based on previous ad spend for BlackBerry and knowing we are trying to boost

our share of market, share of mind, and share of voice. We expect to spend 30 million on advertising dollars per quarter. Previously BlackBerry spent 95 million dollars on advertising dollars for the year, which is 23.75 million per quarter.

Alongside these advertisements, Blackberry would launch a parallel social media campaign to directly target and engage the consumer with their product. Showcasing a side-by-side comparison of Blackberry products, especially the PRIV, against Apple and Samsung will showcase the superior qualities of Blackberry, increasing the awareness of the product. Social media platforms such as Facebook, Instagram and Twitter would be utilized to target consumers in different ways. Informational graphics showcasing Blackberry’s qualities over competitors would be posted on the company’s Facebook

17

page. Twitter would be utilized to target consumers who are using competitors’ products and look for complaints on social media platforms to find opportunity to showcase how Blackberry could be beneficial to them. On Instagram, pictures of Blackberry users would be posted with captions indicating the unique benefits of Blackberry and how they are utilized in everyday life. This campaign would be tied into the traditional advertising mentioned to enhance success and more directly target consumers.

18

Financial Analysis

19

20

Sources (2016). Global smartphone market share 2016 | Statista. Retrieved November 28, 2016,

from https://www.statista.com/statistics/271496/global-market-share-held-by-smartphone-vendors-since-4th-quarter-2009/

A. (n.d.). Want a good reason to switch to Samsung? Retrieved November 28, 2016, from

http://www.samsung.com/uk/discover/mobile/ten-reasons-why-you-should-switch-to-samsung/

Apple customer service complaints, reviews, ratings and comments. (n.d.). Retrieved

November 16, 2016, from http://www.customerservicescoreboard.com/Apple

BlackBerry and Android: Expanding Our World. (n.d.). Retrieved November 16, 2016,

from http://blogs.blackberry.com/2015/09/BLACKBERRY-AND-ANDROID-EXPANDING-OUR-WORLD/

BlackBerry customer service complaints reviews, ratings and comments. (n.d.). Retrieved

November16, 2016, from http://www.customerservicescoreboard.com/BlackBerry

BlackBerry PRIV Commercial [Video file]. (2015, October 29). In Youtube.com.

Retrieved November 16, 2016, from https://www.youtube.com/watch?v=KZywvPUTX90

BlackBerry Priv official: Release date, price, specs and ... (n.d.). Retrieved November 16,

2016, from http://www.pocket-lint.com/news/134978-blackberry-priv-official-release-date-price-specs-and-everything-you-need-to-know

BlackBerry Priv Smartphone. (n.d.). Retrieved November 16, 2016, from

http://www.consumerreports.org/products/smart-phone/blackberry-priv-384983/overview/

Boston Consulting Group (2016). Global smartphone market share 2016 | Statista.

Retrieved November 28, 2016, from https://www.statista.com/statistics/271496/global-market-share-held-by-smartphone-vendors-since-4th-quarter-2009/

Boston Consulting Group. Smartphone sales in the U.S. 2005-2016 | Statistic. Retrieved

November 28, 2016, from https://www.statista.com/statistics/191985/sales-of-smartphones-in-the-us-since-2005/

21

Brown, M. (2016). IPhone vs Android: Almost Half Of iPhone Users Think Android Phones Are More Advanced. Retrieved November 28, 2016, from http://www.ibtimes.com/iphone-vs-android-almost-half-iphone-users-think-android-phones-are-more-advanced-2294605

Chen, J. (2013). BlackBerry CEO: Here's our new strategy. Retrieved November 28,

2016, from http://www.cnbc.com/2013/12/30/blackberry-ceo-heres-our-new-strategycommentary.html

Compare Phones & Devices. (n.d.). Retrieved November 16, 2016, from

https://community.verizonwireless.com/thread/915776 Costs of a Trade Show. (n.d.). Retrieved November 28, 2016, from

http://www.exhibitsusa.com/average-costs-to-display-attend-trade-shows Hahn, J. (2015). Apple and Samsung dominate US smartphone sales, combine for 66

percent market share. Retrieved November 28, 2016, from http://www.digitaltrends.com/android/apple-and-samsung-dominate-u-s-smartphone-sales-combine-for-66-percent-market-share/

Hill, S. (2013). The 11 moments that defined BlackBerry's rise and fall. Retrieved

November 28, 2016, from http://www.techradar.com/news/phone-and-communications/mobile-phones/the-10-moments-that-defined-blackberry-s-rise-and-fall-1175428

IDC: Smartphone Vendor Market Share. (n.d.). Retrieved November 28, 2016, from

http://www.idc.com/prodserv/smartphone-market-share.jsp Keller, J. (2015). BlackBerry and Google announce new partnership for Android in

business [Updated]. Retrieved December 06, 2016, from http://www.androidcentral.com/blackberry-and-google-announce-new-partnership-android-enterprise

Nazarian, R. (2015, October 30). How bad is the cracked smartphone screen epidemic?

Motorola gives us the lowdown. Retrieved December 01, 2016, from http://www.digitaltrends.com/mobile/motorola-shattershield-cracked-smartphone-screen-survey/

Pauley, D. (n.d.). How much does it cost to produce a video or television commercial?

Retrieved November 28, 2016, from http://pikewoodcreative.com/how-much-does-it-cost/

22

Protalinski, E. (n.d.). Apple ends 2015 with 42.9% of U.S. smartphone share, Samsung at 28.4%; BlackBerry OS falls under 1%. Retrieved November 28, 2016, from http://venturebeat.com/2016/02/04/comscore-apple-ends-2015-with-42-9-of-u-s-smartphone-share-samsung-at-28-4-blackberry-os-falls-under-1/

Rai, P. K. (1970). BLACKBERRY. Retrieved November 28, 2016, from http://brandpositioning.blogspot.com/2009/01/blackberry.html

S. (2016, January 19). Apple (AAPL) Klout Score & Industry Analysis. Retrieved

November 28, 2016, from https://sites.psu.edu/oaklandraiders/2016/01/19/apple-aapl-klout-score-industry-analysis/

Samsung customer service complaints, reviews, ratings and comments. (n.d.). Retrieved

November 16, 2016, from http://www.customerservicescoreboard.com/Samsung Simmons OneView. Retrieved November 30, 2016 from

https://oneview-simmonsresearch-com.ezproxy.ithaca.edu/main/# S. M. (2014, October 3). BlackBerry Repositions, Debuts Passport. Retrieved November

28, 2016, from http://www.mediapost.com/publications/article/235435/blackberry-repositions-debuts-passport.html

Trade Show Booths & Conventions FAQ. (n.d.). Retrieved November 28, 2016, from

http://www.exhibitsusa.com/trade-show-booths-and-conventions-FAQ US wireless carrier market share 2016 | Statista. (n.d.). Retrieved November 28, 2016,

from https://www.statista.com/statistics/199359/market-share-of-wireless-carriers-in-the-us-by-subscriptions/

Verizon Wireless. (n.d.). Retrieved November 28, 2016, from https://en.wikipedia.org/wiki/Verizon_Wireless

Wheatley, M. (2015). BlackBerry is poised to make a stunning comeback in 2015 -

SiliconANGLE. Retrieved November 28, 2016, from http://siliconangle.com/blog/2015/01/15/blackberry-is-poised-to-make-a-stunning-comeback-in-2015/

23

Appendix

24

Competitor Data

25

Simmons OneView Data

26

27